South Africa's Protection of Personal Information (POPI) Act has formed part of email marketing for the past four years, since it came into effect in July 2020. The legislation enforces rigorous standards on how businesses handle personal information to protect privacy and ensure transparency. The downside of POPIA is its impact on direct marketing, the deliverability rates of emails, and the trust relationship between businesses and their clients. Here are some ways you can navigate the Act and ensure legal adherence.